The naming rights deal gives Bellco exclusive marketing and advertising rights at the theater until Dec. 31, 2017. Bellco plans to brand the theater and graphic elements surrounding the building and to interact with event and concertgoers. The deal is subject to final approval by Denver City Council. The newly renamed Bellco Theatre hosted its first event when President Bill Clinton spoke there on Monday.

“At the same time, as a financial cooperative, we are only as strong as our membership base. The Colorado Convention Center Theater naming rights provide us with a strategic and cost-effective way to build awareness about Bellco and our mission to provide the most competitive financial products and services to Coloradans,” Ferraro said.

Bellco said it will host a grand re-opening event once improvements to the venue’s green room, lobby and other areas have been completed in January.